innovation vs. creativity
DESCRIPTION
Advertising agencies are obsessed with innovation. They also have one of the most unique sets of creative talent of any industry. Yet the creative department is the most suspicious of "innovation" of any group at the agency. Could it be that actually Creative Directors hold the keys to converting ad agencies into what so many desire: innovation partners to clients? (special thanks to @seelydiaplay for presentation design help)TRANSCRIPT
INNOVATION vs
CREATIVITY@saneel | #adwards2014 | latvian art directors club
who am I?
we create revenue generating digital businesses for mature brands
more simply
REVENUE GENERATION BRAND
BUILDING
DEFINING INNOVATION
in·no·va·tionnoun \ˌi-nə-ˈvā-shən\
the introduction of something new-Merriam-Webster
in·no·va·tionnoun \ˌi-nə-ˈvā-shən\
the introduction of something new [& relevant]-Merriam-Webster-Radia
why is it important?
because of innovator’s dilemma
because companies like Google are obsessed with it
but why are ad agencies
obsessed with it?
it attracts & develops in-demand talent
it attracts & develops in-demand talent
they tend to fit the model of what drives innovation
BEING RICH
BEING POOR
{very little innovation in the middle}
they tend to fit the model of what drives innovation
BEING RICH
BEING POOR
APPROACHING INNOVATION
simplify problems
Navajo Codetalkers
Amplituhedron
Bitcoin Blockchain
combine unrelated fields
Eastgate Building
Goldcorp Challenge
Cronuts
maximize other people’s
skills
LEGO Cuusoo
Quirky + GE
Local Motors
simplifying problems combining fields
+ maximizing people’s skills
simplifying problems combining fields
+ maximizing people’s skills
= SOUNDS A LOT LIKE A CREATIVE DIRECTOR
cre·a·tiv·i·tynoun \ˌkrē-(ˌ)ā-ˈti-və-tē, ˌkrē-ə-\
originality, progressiveness, or imagination-Merriam-Webster
innovation vs creativity
• Innovation requires creativity
• Lately innovation has more resources
• It has to leave the lab to be innovation
what creative directors need
• Financial partners to quantify opportunities
• Access to deep expertise in other fields
Greatest Good
creatives + new resources
= new & relevant client opportunities
!
creatives + new resources
= new & relevant client opportunities
!
= AGENCY INNOVATION
THANK YOU@saneel
google.com/+finch15
#adwards2014
latvian art directors club